DIGIT: People and algorithms in organizations: competencies to work in the digital environment
The concept of Marketing 5.0 (Kotler et al., 2021) defines the use of technologies that mimic human behavior to create, communicate, deliver, and increase the value experienced by the customer. Its implementation is currently a challenge for organizations that are being forced to undergo digital transformation. This requires competencies related to accessing information, the development of technology, and its use in communication and cooperation. Marketing 5.0 necessitates a new approach to work organization and the development of competencies that deal with the lack of stability and clarity in managing such work. The role of automation in human resources, tasks and project management, especially about learning in the digital context and using data in customer service, is a dilemma that needs to be solved. This is especially evident when working with generative AI.
The project objectives:
- Strengthening partnerships with European universities to jointly conduct research and educational projects on marketing 5.0.
- Diagnosing the competencies needed for work and effective work management in the digital economy.
- Development of tools to support and stimulate research and teaching on work management in marketing 5.0.
- Shaping digital competencies needed to manage work in marketing 5.0, taking into account social and environmental responsibility.
Poznań University of Economics and Business (PUEB)
- Grzegorz Leszczyński – project leader
- Anna Rogala – steering committe
- Maciej Lawrynowicz – steering committee
UEP Team:
Complutense University of Madrid – country leader Jesús García de Madariaga Miranda (Department of Marketing)
Corvinus University of Budapest – country leader Akos Varga (Department of Digital Marketing)
Stockholm School of Economics – country leader Rasmus Nykvist (Institute for Economic and Business History Research)
University of Applied Science Upper Austria – country leader Piotr Kwiatek ((Business & Management Linz Campus)
University of Zagreb – country leader Dubravka Sinčić Ćorić (Faculty of Economics and Business)
Università Politecnica delle Marche – country leader Andrea Perna (Faculty of Industrial Engineering and Mathematical Sciences)
For any questions regarding the project, please contact us at NAWA-Digit@projekty.ue.poznan.pl
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News
On October 16th we officially launched the project “People and Algorithms in Organisations: Competences to Work in the Digital Environment,” funded by the Polish National Agency for Academic Exchange. With our friends from the partner we discussed the interesting tasks ahead of us, the challenges they pose and the prospects they open up
Recruitment of participants of the project starts on September, 30th. Join the project “People and algorithms in organizations: competencies to work in the digital environment” to involve in: conducting scientific research or work on development activities and publishing their results; individual mobility in order to participate in project work and meetings and to conduct research stays; participation in training courses and workshops provided in the project; and development of teaching program and materials